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The move coincides with the launch of the new Chamber website which opens up major opportunity for members to generate business more effectively locally, nationally and internationally. 

The identity being adopted by Aberdeen and Grampian Chamber was launched a year ago by the British Chambers of Commerce as part of its vision to create the "Ultimate Business network."

The aim is to reinforce how the UK's 57 chambers and their five million members are part of an overall national and international network.

The BCC commissioned a major design company to produce a flexible identity system which could either be adopted fully by the 57 local chambers or used as an endorsement to show the organisation as a dynamic, multi-faceted force for business growth.

The new identity, which now appears on the all AGCC material, depicts a ‘B' for business and incorporates a growing, leafy stem, symbolising how the chamber can help stimulate and cultivate business growth through the strength of its network and the expertise within it.

AGCC now has access to this tool kit to allow it to develop and update its existing material.

Information distributed from the British Chambers of Commerce and the Scottish Chambers of Commerce will now have a common brand as well as message.

"The reason for the change was to provide a very clear, consistent message to members and the business community," said Neil Watson, AGCC's media specialist.
"The design was based on extensive research on the positioning of the BCC brand and its competitors, giving us a toolkit that was easy to implement into our stationary and publications.

"Since the end of February we have been using the brand on all our material and would encourage members to download the logo and add this to their website to provide a link to the Chamber website or add it to their stationery."

He said the rebranding created the opportunity to transform the website which had served the chamber well for almost a decade.

"The time was right for a facelift," he said.

"We have chosen to go for an ‘Open Source' solution which allows modules to be added to the site so the website can grow with the demand for different services.

"The aim is to complement the ‘Ultimate Business Network' theme by allowing members to collaborate online and network in the virtual world.

"Members will be able to update their own online company user profile. We will have online help to show and guide them on how they can optimise their profile to aid in search engine optimisation. Members will also be encouraged to get their staff to register on the site and create their own profile. This will ensure more effect communications with the Chamber.

"The business bulletin magazine will also be profiled differently on the site and articles and features will form part of the growing archive of information available for members. Some of this information will be generally available but the main archive will only be available to registered members of the site."